United Kingdom

We are DNAFit.

We’re changing the way the world thinks about wellbeing.

DNAFit was born out of a mission to change all that. Since 2013, we’ve helped people all over the planet make real and lasting changes by exploring the most unique information of all. Our DNA.

Why we do what we do

We exist in a world bombarding us with a minefield of miracle diets and new body shortcuts. It’s confusing, noisy, and impossible to know what’s safe, let alone what’s right for us as an individual.

The next step in health engagement

We know that by understanding our genetics, we access the best possible information to take charge of our wellness in the most personal way possible. From tailoring our diet to optimising our fitness, unlocking our DNA removes the guesswork and free us up to be the everyday achievers we want to be.


Built by the best in the business

At DNAFit, our incredible team understands that one size never fits all. Grounded in the evolving research from our Scientific Advisory Board, our products are designed to put you in charge of your own wellness journey, but we’ll always be here to keep you moving.

Meet the DNAFit Leadership Team

Drawing on the experience and expertise of our team, we’re trying to change the way we train and eat, one DNA sample at a time.

Avi Lasarow

CEO & Founder

Andrew Steele

Head of Product & Professional Sport

Sarah Kasap

Logistics & Operations

Carly McWilliams

Risk & Governance Manager

Brian Stephenson

Head of Operations

Our Scientific & Advisory Team

Dr. Keith A. Grimaldi

Chief Scientific Officer

Craig Pickering

Head of Sport Science

Dr. Ildus I. Ahmetov

Advisor in Joint UK-Russia GWAS Research

Rio Ferdinand

Head of Health, Wellness & Sports Advisory Board

Dr. Silvia Camporesi

External Advisor for Bioethics

The DNAFit Personal Genetics Code of Practice

No direct-to-consumer (DTC) genetic testing for under-18s...

Genetic tests should not be provided direct to consumers under the age of 18.

No testing for talent identification or predicting sporting ability...

DTC personal genetic testing should never be used as a predictive measure, nor as a means to identify which sport a customer should attempt or indeed even to influence the customer’s choice of fitness level or sporting goal. There exists no ethical or scientific basis upon which to support the use of genetic information in this way, and this should be clearly communicated to the customer.

Provide detailed information about gene variants...

All providers of DTC genetic testing should provide clear information to prospective customers about every gene variant included in the test.

Provide a minimum evidence base for all reported gene variants...

Variants should only be reported in a consumer test if there is a reasonable level of scientific consensus, based on human studies, showing their relevance to the test. The variants that are reported in a consumer test should be those that influence lifestyle changes from which health benefits may be derived.

No misleading claims...

DTC genetics companies should clearly state the limitations of fitness and nutrition genetics and make no exaggerated or misleading claims about the potential benefits of their product.

State clearly that genetics are only one element in a fitness or nutrition regime...

Recommended fitness or nutrition regimes must not be built solely on genetic results. Environmental factors play a more important role than genetics.

Demonstrate strict laboratory & data protection standards...

DTC genetics companies should disclose the location of the laboratory used to analyse samples to enable a customer to make an informed decision about the security of their DNA sample and the quality of the laboratory analysis.

Ensure expert advice is available to explain results to customers...

DTC genetics companies should have experts in their particular field available to explain results to customers.

Be commercially transparent...

If DTC genetics companies recommend or promote any additional products or services to their customers, such as nutritional supplements, they should clearly state if they have commercial relationships with third party suppliers.

Customer consent should be mandatory before testing...

Customers should be required to provide their formal consent to genetic testing and sign a declaration confirming their understanding of how their data will be used.

Start your DNAFit story today...

"I just want to improve my Diet"

Diet Pro

We’ll help you eat the right way for you, and only you. Focus on nutrition with just our diet markers, supported by dietician coaching & our genetically guided MealPlanner system.

£199

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"I want to improve my Diet & Fitness"

Diet Fitness Pro 360

The New & Improved Fitness Diet Pro

Eat the right way for you, and only you. Discover your personal genetic profile to make smarter diet choices, supported by qualified dietician coaching & our genetically guided MealPlanner system.

£249

More InfoBuy Now